AN ANALYTICAL REPORT

ON

BISCUIT MARKET

SUBMITTED TO:

PROF. AMITA NAIR

By:

PURVI THACKER

08BS0002437

SOFT SKILLS

SEC: J

PREFACE

1

In order to equip the students of management to face the

corporate world with more applied knowledge, the M.B.A.

Degree course of IBS-Chennai deems it imperative for the

1st semester students to undergo a market research and

submit a report.

Bestowed with the opportunity of conducting a market

survey, the primary objective of this program is to study

about the market.

ACKNOWLEDGEMENT

It is a great pleasure for us to acknowledge the help of

the individuals who guided us to make this project

successful.

2

It’s our pleasure to have worked under true guidance of

Prof.R.Mani. We express our sincere thanks for his co-

operation, unaccountable suggestions, and excellent

tutelage and for the facilities provided by him throughout

the course of this project in spite of his busy schedule. He

inspired us to work on such a good and interesting

project.

We would like to thank all our friends who helped us

directly or indirectly in the successful completion of this

project work.

TABLE OF CONTENTS

1. ABSTRACT-------------------------------------------------5

2. PURPOSE OF THE STUDY-------------------------------------6

3. INSIGHTS OF THE SURVEY-----------------------------------7

I .FREQUNCY OF EATING BISCUIT-------------------------7

II. QUANTITY MOSTLY PURCHASED-------------------------8

III. TASTE PREFERENCE--------------------- -----------9

IV. MOST POPULAR BRANDS------------------------------11

V. TASTE PREFERENCE---------------------------------12

VI. BRAND CONCIOUSNESS-------------------------------13

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4. METHODOLOGY---------------------------------------------15

5. CONCLUSION----------------------------------------------19

ABSTRACT:

This project is about the market share of different brands

of biscuits based on consumer taste, choice and

preferences. The sample size of our survey was limited

due to time constraint.

Still we tried best to estimate the result which gives a fair

overview of the Chennai market. The survey was

conducted in a small region of Chennai, so we cannot

assume this data as the general consumer choice of the

whole India.

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1. Purpose of the Study

This report basically focuses on the consumer behavior

and perception about the biscuit market. We tried to

study the brand consciousness, purchasing capacity,

taste and preferences of the consumers.

The idea behind this topic is to explore the hidden

potential of the biscuit market of the FMCG sector. As

we were keen to know why the industry is willing to

spend so much on the advertisements and positioning

and why it has emerged as one the most important and

competitive product of the FMCG sector.

2. Insights of the Survey

I. Frequency of Eating Biscuits

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Everyday 27Once a Week 6Sometimes 17

On the basis of frequency of eating biscuits, most of the

consumer consumes biscuit’s every day. Out of 50

peoples 27 said they eat biscuit everyday, 7 people said

they take once in a week and 16 people take sometimes

according to their mood. Thus, biscuit is major product of

the

FMCG sector.

II. Quantity Purchased Mostly

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People prefer small packets rather than big packets. In

our survey 18 out of 50 said they buy 100 grams packs,

13 people says they prefer to buy 200 grams packs, only

7 people take 500 grams pack but the bigger family

packets are preferred in big families with more children.

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Quantity Consumers100 grams 18200 grams 13500 grams 7Family Pack 12

05

101520

Quantity Mostly Purchased

III. Taste Preferences

While considering the consumer preferences on taste, we

conclude that 51% of the people do not have any specific

choice. They like to eat all kinds of biscuits. The

remaining 19% like salty biscuits, 15% like sweet and

15% like cream biscuits. Thus, most consumers do not

have any specific taste preference.

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Taste ConsumerSalty 10Sweet 8Cream 8

All 27

IV. Most Popular Brands

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Brands ConsumersBritannia 36

Parle 18ITC 14

Priyagold 2Others 1

From our survey, we concluded that Britannia is the most

liked brand followed by Parle at no. 2, ITC at no.3,

Priyagold at no. 4.

V. Taste preference according to age group

It was found out that is the age group of below 20 most of

the people prefer all types of biscuit. In the age group of

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AGE GROUP ALL SWEET SALTY CREAMless than 20 5 0 0 0

20 to 30 14 6 8 630 to 40 4 2 1 2

greater than 40

3 0 1 0

20 to 30 sweet and salt biscuits are preferred. Thus,

generally people are not taste dependent and consume

all types.

VI. Brand Conscious according to age

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Age Group Britannia ITC Parleless than 20 3 3 0

20 to 30 21 3 630 to 40 6 1 2

greater than 40

0 1 3

From the above chart we can say that the youth is more

brands conscious and Britannia is most liked brand

amongst all, followed by Parle and ITC. The age group of

30 plus are not much brand conscious and consume any

brand available.

3. Methodology

Moving on with our interest in this industry we decided to

conduct a survey for which we designed a questionnaire

as follows:

QUESTIONNAIRE

Name of RespondentMr./Mrs./Miss_______________________________________Occupation: _______________________________________Age:

AddressLocality: ___________________

E-Mail:___________________________________________

1. Do you eat biscuits?

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Yes No

2. How often do you eat?

EverydayOnce a weekOccasionally

3. What type of biscuits do you prefer?

SaltySweetCream All

4. Which biscuits do you prefer?

i. ____________ii. ____________

5. Do you know the brand manufacturer (company)?

Yes No

6. If yes, who is the manufacturer?

ITC Britannia Parle Cremica Priyagold Others

7. How do you know about the manufacturer?

Brand Conscious Advertisement Friends Brand Loyal

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Others

8. What is the quantity of biscuits you mostly purchase?

100gms 200gms 500gms

Family Pack

9. When do have biscuits?

Breakfast Evening Anytime

10. What is your family income?< 1 lac 1-3 lacs3-5 lacs> 5 lacs

11. How many children are there in family?123>3

After that, the sample size was decided as 50 and then

we surveyed at various places mainly FMCG stores like

fresh, food world, big bazaar and local vendors. We

chose people of different age groups and of different

income level and got our questionnaire filled.

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In the process of getting this questionnaire filled we

encountered with many difficulties like people not

willing to spend time sometimes, language barrier and

sometimes people were not willing to disclose their

income but still we managed.

4. Conclusion

We can conclude from the overall analysis that

there is a significant difference between

preferences of biscuits among different

customers according to taste, quantity

purchased, income, family size and age group.

The statement highlights the main objective of

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this project that consciousness of the various

brands has a significant difference among them

which creates a significant impact over the

perception and purchasing pattern of the

consumers regarding biscuits. Thus, the

presence of various brands will give the

customers a lot of choices and take care of their

satisfaction levels.

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